CASE STUDY: HTC One Campaign
Provided by Virgin Media Limited
Advertising on Virgin Media's Next Generation TV set top box - TiVo
What was the Challenge / Background of the Campaign?
Virgin Media's Next Generation TV set top box TiVo is the leading connected TV platform in the UK. TiVo is a connected set top box based around facilitating the discovery of new content through any available means on the platform. HTC needed to ensure that the campaign always remained fresh to customers and vitally addressed two of the key communication objectives; Discovery & Recommendation. To do this HTC One utilised the discovery bar throughout the entire campaign with a continual presence linking through to a bespoke app created by Easel TV.
What was the Campaign Objective?
The HTC One was the key product launch for HTC, backed by a large budget cross media campaign. Key objectives were to increase brand preference and consideration, delivered around two themes; discovery and recommendation. To support the campaign HTC committed to a content rich strategy covering a diverse range of topics. Initially led by a 60" National TV spot the content also covered multiple video series, including fashion shots and user generated competitions. The distribution and hosting of this content was another major challenge for the campaign.
What was the Solution?
The discovery bar drivers recommended the content to customers often with an "as recommended by" strap line aligned to the main individual featured in the content. Once launched from the Discovery bar the user was seamlessly taken into an OTT app environment presented with a loading splash screen.The app auto-played (full screen) into the first piece of content, providing a rich TV style experience. The playlist of videos was constantly updated and reordered to reflect the key messaging at various points of the campaign.
What were the Results?
Total Unique Households who engaged with the HTC branded channel = 134,807
That equates to - 10% engagement from the total base with up to 1.3 million TiVo boxes installed in market by the end of the campaign (10% in current TiVo household base would be 270k). Total Video Streams = 749,707. The campaign generated a huge 749,707 total completed video streams with the 5 minute making of (original 60" TV spot) documentary the most watched piece of content at 88,016 views. The total views on the platform, in the UK only, represents 54% of total global YouTube views.
What were the Key Learnings of this Campaign?
This campaign was revolutionary and entirely unique. Other brands have entered the connected space with branded apps on other platforms but these are often lost or buried within the relevant Connected TV's Smart interface. The other major barrier here is having to download the app in the first place. TiVo bypasses these issues by automatically loading the app onto all boxes and then making it front of mind in all homes via the core navigation of the platform, the discovery bar.